Sofia Fajriati, Teisya (2025) Strategi Komunikasi Pemasaran Digital Pada Muscle Gym Melalui Akun Media Sosial Instagram. Other thesis, Universitas Islam Riau.

Text 199110185.pdf - Submitted Version Restricted to Registered users only Download (4MB) | Request a copy

Abstract

This research aims to see how the Digital Marketing Communication Strategy at Muscle Gym is via Instagram Social Media Accounts. Instagram is a social media platform that offers great potential to enable businesses to reach a wider market, build relationships and stay in touch with consumers. Researchers use the SOSTAC theory which is an abbreviation of Situation, Objectives, Strategy, Tactics, Action, and Controlling. SOSTAC is a process that is the basis for implementing processes and creating marketing strategies. This research uses a qualitative descriptive method using data collection techniques, namely interviews, observation and documentation. The subjects of this research consisted of marketing and 2 marketing teams from Muscle Gym. The object of this research is digital marketing communication strategies at muscle gyms via Instagram social media accounts. The results of this research indicate that Muscle Gym has successfully implemented its marketing communication strategy by implementing SOSTAC. Through marketing communications via Instagram, it has been proven that it can increase awareness of customer interest in Muscle Gym. Keywords: Digital Marketing Communication Strategy, Muscle Gym, Instagram Social Media

Actions (login required)

View Item